Amy McWaters, The Hamper Emporium

The Opportunities Behind Cart Abandonment to Drive Conversion Amy McWaters, Chief Operating Officer The SOL Group

The Hamper Emporium 

Founded in 2007 as a subsidiary to a gourmet food wholesale business



Website launched in 2010



Wholesale business sold in early 2014



2015 vs 2014 – 100% growth



2015 - 40,000 hampers

2016

Gifts Australia Everything But Flowers 

GA purchased in 2011



EBF purchased in 2014



Three new websites will be added in 2016



Projected revenue of $10 million in CY2016 across all websites

VIEW CART GIFT MESSAGING START CHECKOUT COMPLETE PURCHASE

Browser

VISIT SITE

Shopper

PLACE ITEMS IN CART

MOTIVATION

BUYER

COMPLETE CHECKOUT

AVERAGE SALE - $100

VIEW CART

GIFT MESSAGING START CHECKOUT COMPLETE PURCHASE

100%

100%

100%

100,000

100,000

100,000

80%

81%

80,000

81,000

82% 82,000

85%

86%

87%

68,000

69,660

71,340

75%

76%

77%

51,000

52,940

54,930

$5.1m

+$194,000 +$393,000 (+3.8%)

(+7.7%)

View Cart ď ľ

Start Checkout

Make it clear that the item has been successfully added to the cart

View Cart

Start Checkout

ď ľ

Make it clear that the item has been successfully added to the cart

ď ľ

Remove links to keep the customer in the funnel

View Cart

Start Checkout



Make it clear that the item has been successfully added to the cart



Remove links to keep the customer in the funnel



Cart contents clearly displayed and easy to understand



Easy to make changes to cart contents

View Cart

Start Checkout



Make it clear that the item has been successfully added to the cart



Remove links to keep the customer in the funnel



Cart contents clearly displayed and easy to understand



Easy to make changes to cart contents



Key information to reinforce benefits

View Cart

Start Checkout



Make it clear that the item has been successfully added to the cart



Remove links to keep the customer in the funnel



Cart contents clearly displayed and easy to understand



Easy to make changes to cart contents



Key information to reinforce benefits



Prominent checkout buttons

View Cart

Start Checkout



Make it clear that the item has been successfully added to the cart



Remove links to keep the customer in the funnel



Cart contents clearly displayed and easy to understand



Easy to make changes to cart contents



Key information to reinforce benefits



Prominent checkout buttons



Clear and concise gift messaging and card and wrapping options

Start Checkout

Complete Purchase



Minimally invasive registration process



Remove links to keep the customer in the funnel



Minimal steps - ask for necessary information only



Be clear about required/not required

Start Checkout

Complete Purchase



Minimally invasive registration process



Remove links to keep the customer in the funnel



Minimal steps - ask for necessary information only



Be clear about required/not required



Pre-empt or prevent validation errors



Freight options written with the customer in mind

Freight Setup Inform and set expectations

Language for the customer

Provide choice but don’t overwhelm

Start Checkout

Complete Purchase



Minimally invasive registration process



Remove links to keep the customer in the funnel



Minimal steps - ask for necessary information only



Be clear about required/not required



Pre-empt or prevent validation errors



Freight options written with the customer in mind



Final cost visible as payment is being made

Start Checkout

Complete Purchase

Minimally invasive registration process  Remove links to keep the customer in the funnel  Minimal steps - ask for necessary information only  Be clear about required/not required  Pre-empt or prevent validation errors  Freight options written with the customer in mind  Final cost visible as payment is being made  Visually reinforce sensitive fields such as payment info 

What is going to make the difference? 

Minimise distractions



Provide reassurance and certainty

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Build trust and credibility



Minimise uncertainty and fear



Reinforce benefits